Business

Branding Like a Diamond: Jamie Schwartzman on AI, Identity, and Brilliance

By: Frank Morris

“You and I could be walking along, we could stumble across the largest uncut diamond in the world. We would think it’s just a pebble.”

That one line from Jamie Schwartzman, Founder and Chief Creative Strategist of Flux Branding, cuts to the core of his approach. For him, branding isn’t about putting something shiny on the surface. It’s about revealing what’s already there—and making it shine.

With more than three decades of experience, Jamie helps companies tap into their true identity. On The Global Discussion podcast hosted by Simon Hodgkins, he explained why brand strategy is more than design, how AI is changing the game, and what inspired his upcoming book Brilliant: The Art and Science of Radiant Brands.

Branding Is More Than a Marketing Expense

When people treat brand development like a short-term campaign, Jamie sees trouble ahead. He points out a common misunderstanding: “It’s easy for them to think about brand as a P&L based activity. How much did I spend on my brand? What did it make me?”

That mindset, he says, misses the bigger picture. “We see brand as a long-term play. It’s important to think about brand as an asset on your balance sheet.”

To Jamie, brand is not a cost—it’s capital. It grows in value, builds trust, and makes a company more resilient over time. “That’s why we call it brand equity. Equity is not a P&L thing.”

AI Isn’t the Enemy—It’s a Creative Partner

Many creatives still approach AI with hesitation. Jamie doesn’t. “I would say we have extensive use of AI at this point in time,” he said, describing how his team uses AI to support brand strategy work.

At Flux Branding, they’ve integrated tools that create private knowledge bases for each client. “As we’re developing intelligence and we’re developing brand and tone of voice, these are all fueling a knowledge base.” That database then supports faster, smarter content creation—and better alignment across teams.

One moment stood out to him recently: using NotebookLM to break down a dense scientific paper. “It was highly technical and academic and hard for me to read, focusing on the neural impacts of olfactory stimuli. But essentially it was a study about peanut butter!” he said with a laugh. AI made it accessible. “By running them through these kinds of programs, I can listen to a dialogue about them.”

Even with powerful tools at his fingertips, Jamie isn’t blind to the risks. “I can use a saw to cut wood. But I could also cut myself if I’m not careful. Knowing how to use any tool is essential for safety, and AI is no different.”

IDEA: A Framework for Revealing True Brand Identity

Behind Flux’s success is a structured four-step approach: the IDEA Method—Ignite, Distill, Energize, Activate.

Jamie breaks it down like this:

Ignite is all about discovery. “We do workshops, we do offsite retreats, we do market research studies, we talk to people.”
Distill defines brand positioning. “Think of it as a poetic copy. Very specifically selected words that provide not only communication, but also rhythm and meter and feel.”
Energize translates that into visual language—what used to be called mood boards, now “creative territories.”
Activate brings it to life. “A website is the most important single piece of collateral that your business will have.”

It doesn’t stop there. “We like to do a lot of brand training. We do exercises, we explore, we have an experience together because this is how things become sticky.”

Real Brands Don’t Pretend—They Reflect

Near the end of the interview, Jamie offered advice for anyone looking to improve their brand: don’t chase trends.

“I can’t be something that people want me to be, and your business can’t do it either,” he said. Instead, he encourages leaders to “find what’s brilliant… try to find your inner radiance.”

That’s the message he lives by. From the IDEA method to AI integration to shaping corporate identity like a diamond cutter, Jamie Schwartzman’s work is grounded in one belief: real brands don’t fake it—they reflect something real, something valuable.

Disclaimer: The information provided is for general informational purposes only and should not be construed as professional advice. Readers are encouraged to conduct their own research and seek professional advice where necessary.